Accenture has announced that they will no longer use Tiger as a spokesperson. With the recent revelations concerning Tiger's behavior, they apparently feel their tag line; "Go ahead, be a Tiger" may not quite send the right message. Accenture was the consulting arm of Arthur Anderson, who was involved in the Enron scandal, so it's understandable that they would want to distance themselves from further controversy.

It's important that anyone representing your brand be in line with your corporate values.  Accenture's values include Integrity: "Being ethically unyielding and honest and inspiring trust by saying what we mean, matching our behaviors." Another reason to drop Tiger.

Much respect to Accenture for making their values more important than an endorsement.  But all companies should realize that even if you don’t have a celebrity endorsing your brand, every single employee and partner company is endorsing your brand just by being aligned with you. It’s important to make sure that they are also aligned with your vision and values as much as the management team.

Tiger may be making the headlines, but that doesn’t mean that there aren’t countless others that will have either a positive or negative effect on your brand.

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